Home  › Media › Media Buying

Almondnet Spins Off Data Company

  |  July 13, 2011   |  Comments

Datonics will sell behavioral data to DSPs and networks.

Ad targeting company Almondnet has spun off its data division into a stand-alone company called Datonics, through which it will sell behavioral data to help advertisers target ad buys through third party platforms such as networks and DSPs. It's one of a number of ad networks that have diversified their offerings in response to the rise of exchange-traded media bought through agency trading desks.

"The growth of the online data market, and the growth of Datonics in particular, warranted the spin-off of Datonics as a stand-alone business entity," the new company's CEO Michael Benedek told ClickZ.

At launch Datonics' data will be integrated with DSP provider Turn, and ad network and audience segmentation company interclick, which will have access to the company's purchase intent, life-stage, and demographic information.

AlmondNet CEO Roy Shkedi suggested the spin-off is a reflection of the changing online media landscape, as media buyers increasingly acquire inventory from ad exchanges and other real-time sources such as supply-side platforms. "It's a testament to the growing need for data sources within digital advertising. As this industry evolves, intelligence is increasingly…vital to online marketing success," he commented in a press release.

To capitalize on that thirst for data, firms on both the buy and sell-side of the industry are building out their data capabilities. Late last month WPP rolled all of its data-driven media buying operations into one offering, dubbed Xaxis, which will house all of its clients' data in a centralized "data warehouse."

Meanwhile, Google is also rumored to be developing its own data marketplace, into which publishers and third party providers such as Datonics could potentially tip their audience data for advertisers to acquire on a bidded basis.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...